TECH NEWS

Walmart buys Vibe.co for $1.4bn to chase Amazon in ads

Walmart is paying a reported $1.4bn for a connected-TV ad startup worth $410m nine months ago. The price tells you how far retailers will now go to catch Amazon in advertising.

Walmart has agreed to buy Vibe.co, a connected-TV advertising platform. Two reports peg the deal at $1.4bn. It would be the retailer’s biggest acquisition in two years. The target is small. The ambition is not.

On Tuesday, Walmart said it would acquire Vibe.co, a self-serve platform for streaming TV ads. It is built for small and mid-sized businesses that want to buy and measure those ads themselves. Walmart did not disclose terms. But the Wall Street Journal and The Information both put the price at $1.4bn.

The Information reported that the figure includes a $180m executive retention payment.

The multiple, not the headline

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